Whenever extreme summer weather events hit the headlines, from the now inevitable annual Mediterranean wildfires to the seemingly never-ending UK heatwaves, it typically sparks a flurry of debate and panic throughout our industry.
While the scenes are undoubtedly devastating, these eye-catching headlines often exacerbate consumer anxiety purely for sales or clicks. As travel advisors, our role is to cut through the noise, focus on the facts, and manage reality for clients – whether they’re hesitant to hit the big red “book” button or they're worrying about an upcoming trip.
Research reflects this growing shift. New survey data from InsureandGo, published in August, shows we've hit a clear tipping point: 72% of 2,000 respondents said they now consider some major European destinations to be “too hot” in peak summer, while more than a third – 35% – said they had changed their holiday plans owing to the wildfires in Europe.
Interestingly, though, people aren't giving up on travel; only 6% of those surveyed said they were cancelling their trips entirely, with most pivoting. Some 13% said they would switch to another spot in Europe, 13% said they would go long-haul, others said they would shift their dates.
Climate anxiety
This appetite to travel is evident in my business too with my busiest months falling in the past two months instead of the typical new year peaks.
My own business focuses on bespoke long-haul and adventure travel, as well as complex multi-centre trips rather than traditional fly-and-flop beach breaks. Because my clients are usually on the move, climate impacts require real-time flexibility.
Major disruptions have thankfully been rare, but when wildfires hit Paros in Greece during an island-hopping honeymoon I arranged, it brought things home. My clients received emergency alerts on their phones while on the island.
While they were unphased, I immediately got in touch to clarify the fire's location, reassure them, and re-confirm their ferry to the mainland the next day. It reinforced how vital our duty of care and real-time monitoring are when local conditions change quickly.
These concerns now extend far into the future. I was recently chatting to some clients who are booked to Canada for September 2027 and were wary after seeing coverage of forest fires.
Their worries weren't just about immediate safety, but the potential long-term impact on the landscapes, charred scenery and overall experience. It showed just how deeply climate anxiety now influences consumer decision-making.
Smarter choices
As a TTG Sustainable Travel Ambassador alumnus, I’ve long advocated for destination swaps and shoulder-season travel to disperse crowds and support local economies year-round.
However, I’m now leaning into this strategy even more due to intense summer heat. Clients actively want milder, more comfortable weather so they can genuinely enjoy exploring outdoors rather than retreating inside.
The pull toward milder trips is something I feel personally, too. This summer, I booked UK breaks for my own extended family. Warmer, more reliable UK summers have made domestic travel ideal for multi-generational breaks, although the lack of aircon can make for a few sweaty, sleepless nights!
Unsurprisingly, clients are asking far more detailed questions about weather and climate before locking anything in. For a client heading to Cappadocia, having AC in their cave hotel was a total non-negotiable given how those stone walls retain heat. It further exemplified that being a responsible travel advisor isn't just high-level sustainability discussions, it’s about understanding microclimates, unique properties and day-to-day comfort.
Through my work co-leading TCSustain, Travel Counsellors' sustainability affinity group, and as a TTG Sustainable Travel Ambassador, I love collaborating with agents to implement practical climate awareness into daily conversations.
Travel remains a powerful force for good. By keeping our conversations honest and grounded in facts, we help clients make smarter choices while building true resilience for our industry’s future.
Dan Hyams is a luxury tailor-made travel specialist with Travel Counsellors. He was a member of the TTG Sustainable Travel Heroes Class of 2025.